Consumer feedback on the functionality of packaging is increasingly important for Tetra Pak as it expands into new markets, according to the company's head of user experience research.

DairyReporter.com spoke with Tiziana Molaro, lead user experience researcher at Tetra Pak, during a visit to the company's R&D centre in Modena last week.

The user experience area, which consists of a mocked-up kitchen and meeting room, is monitored using a system of cameras and a one-way mirror. Tetra Pak uses the area to collect data from consumers, customers and retailers on the functionality of its latest packaging concepts.

These efforts are then furthered by work in different markets.

According to Molaro, the further Tetra Pak expands geographically, the more relevant the work done by its user experience team becomes.

"It is very important for our expansion in different kinds of markets," said Molaro. "It is very important to study, to observe, and collect the needs from the consumer all around the world."

"It is really important to go out from the lab and really try to understand what the user needs."

"Users can have different needs," said Molaro.

"For example, how the refrigerator of a US or a Chinese person is organised can be different."

Images courtesy of Tetra Pak.

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